Mine Big Data. Then Do What Big Data Can’t.

As big data matures, it will fast become a commodity. When that happens, brands won’t be able to differentiate themselves through data analysis because doing so will become table stakes, not a competitive advantage. The impact then comes in putting resources behind what a computer can’t do. Marketing initiatives like a creative campaign that connects […]

March 3, 2015
R-E-L-A-X: Turn big data into insight and action

With so much written in recent years about how to use big data to improve your marketing, it’s easy to be overwhelmed by it all. Don’t be. In fact, if you approach big data with the wrong mindset, you’re likely to be scared off or go in the wrong direction. Avoid those options. Exhale, and […]

February 17, 2015
Embrace the power — and responsibility — of big data

Agrimarketers, get ready to become more powerful than ever. Yes, we’re talking about big data. In fact, ag has one of the fastest-growing and largest potential data sets. Soon millions of machines will be at work in the industry collecting and communicating data (“the Internet of Things”). Technology exists to acquire data right down to […]

February 10, 2015
Transformation: It’s not an option

Your business environment is changing whether you like it or not. How you manage change really matters for your future success. I’d like to share with you some thoughts about trends we’re seeing in our business today. You’ll see from this video why it’s more important than ever to have strong marketing leadership and strategy […]

February 2, 2015
Creativity is good for business. No, really.

It’s the beginning of a new year. So, like you, I’m being bombarded by blog posts and articles about the marketing trends we’re all supposed to be thinking about. 2015 is the year CMOs and other marketing leaders should focus on technology. Or measurement. Or turning big data into actionable data. Or customer experience. Or […]

January 27, 2015
You’ve got sales: What marketers can learn from Meg Ryan about finding your sales soul mate

You’ve seen this movie before. Two smart people get off on the wrong foot. They’re clearly attracted to each other but feign disinterest. Gradually, they come to find they’re made for each other. On screen, it’s Meg Ryan and Tom Hanks. On the job, it’s Marketing and Sales. Just like your favorite romantic-comedy couple, you […]

January 14, 2015
Attention CMOs: Why the nerd to your left is the key to your success

CMOs, this is for you. Who among you doesn’t seek greater stature among your C-level colleagues? Or more influence with your boss? A stronger voice in the boardroom? Your sterling resume and adept strategic skills earned you the chief marketing officer title. But you’ll need to up your game if you want to make progress […]

January 7, 2015
Become your audience to connect with your audience

You are your audience’s champion. It’s up to you to know what makes your audience tick, tune out or take action. You’re long past thinking of your target simply as a decision-maker. You think of your target as a person — one with needs and emotions that you can connect with. But, this kind of […]

December 19, 2014
Focus on the end user to make magic happen

The best planning is a delicate play between an unsparing self-assessment of your brand and/or offering and a deep understanding of the audience you are trying to influence. Too often, companies get sidetracked by listening only to the voices of their sales teams, channel partners or their direct competition and lose focus on the folks […]

December 11, 2014
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